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Business of the Month

November 2021: GSM Electrical; Home of the Trader Brand

November 2021: GSM Electrical; Home of the Trader Brand

by Gemma Nichols

It's that time again legends! Announcing our coveted Business of the Month for November 2021...GSM Electrical; Home of the Trader Brand. Recently we caught up with the team at Trader and had a chat with the crew about how adopting TradeMutt workshirts as their uniform has impacted their employees and clients.

Business: GSM Electrical; Home of the Trader Brand

Employees: 11-50

Location: Adelaide, South Australia 

Who is Trader?

Bringing you 100 years of Gerard Electrical tradition!

GSM Electrical (Australia) – Home of the ‘Trader’ Brand is Australia’s newest range of Genuine Trade Alternatives of Electrical Accessories and low voltage wiring devices for the Electrical Contractors and Electrical Wholesalers of Australia. ​

Trader Electrical is South Australian owned and operated by the Gerard Family (the founders of Clipsal under Gerard Industries). We strongly believe in supporting the needs of the electrical trade with the supply of quality, Australian Standard, competitively priced electrical products.

What impact have the TradeMutt shirts had on your staff and company culture?

The Trademutt shirt is now essential part of the Trader wardrobe. We wouldn’t think of attending a customer event without wearing them. The compliments and feedback we get from our customers keeps us motivated. Trader is onboard!

What impact have the TradeMutt shirts had on your customers?

When we host our big Trader Unboxed shows, everyone including our Trader Chief, Simon Gerard is wearing their Trademutt shirts. It’s the very first thing that customers ask us about and the first thing Simon discusses after he has welcomed customers during his formal presentation. Even at smaller branch customer events, our reps instantly draw focus. We even wear them in Zoom presentations with customers. 

What stories of impact have come out of your business wearing TradeMutt gear?

Already, some of our reps have already been contacted by customers in need of help. And we have been able to refer them to TIACS for assistance.

At a recent horse racing event hosted by Middendorp Electrical, the branch manager decided to donate the proceeds of all the empty bottles and cans to TIACS. We’ve had a local MM branch donate their coffee and drinks station small change to our reps to pass onto TIACS as well. 

Our biggest impact is the TIACS Trade pack promotion where we are running with the Lawrence & Hanson electrical wholesaler network. We have boxed up Trader double power points inside a Trademutt designed carton. Branches have created displays around them and promoted on their social media. For every pack sold, we donate $10 to TIACS. The entire staff of L&H Salisbury in QLD wear their shirts every Friday to promote this and create awareness. Customers are happy to help, knowing that they are supporting a worthy cause.

Why does your business support TradeMutt?

At our sales conference earlier in the year, we discussed how it was time for Trader to get behind a cause that we could share with our customers and help them if needed. Many of our electrical contractor customers are sole operators and they are under enormous pressure to run their business, get paid, pay suppliers, and staff and provide for their families. The demands can be overwhelming. 

Would you recommend TradeMutt workwear to other businesses and if so why?

The TradeMutt and TIACS association is a great fit for us. The shirts and merchandise are very much in keeping with our Trader passion, flexibility and partnership approach. We find the messaging is unique in that it tackles the mental health issue in a positive way and specifically to a tradie audience who can be reserved in discussing problems.

Want to learn more about Trader’s range of electrical products? Visit


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